| The 29th International Design
Management Conference
Leadership by Design
October 24-27, 2004
Chatham, Cape Cod, Massachusetts, USA
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information about this conference
Conference Sessions
Forming a Common Vision: Meeting the Complexities
of a Collaborative Challenge
Tom Dierking, Global Design Director, Procter & Gamble Co.
Henry Chin, Director, ZIBA Design, Inc.
Beth Malone, Creative Director, Libby Perszyk Kathman, Inc.
What is the role of collaboration in developing limitless capability
for innovation and achieving design leadership? Procter & Gamble
and two differently-focused design consultancies will share their
successful experiences in working together to achieve a common vision
and breakthrough solutions. Dierking, Chin, and Malone will share
a case history of their creative collaboration to show how partnerships
can maximize creative potential. Woven into this case will be key
lessons on collaboration that led to their success in achieving
a consistent brand message across all forms of expression. Attendees
will participate in discussion and exercises demonstrating principles
of collaborative work.
Member
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Bringing Design into the Boardroom
Richard Eisermann, Director, Design and Innovation, Design
Council (UK)
How can an organization’s leadership be reset to embrace
design effectively? For the past eighteen months, the Design Council
has been helping senior UK management understand the strategic value
that design skills and methodologies bring to commercialization
of new technologies, development of new products, and to creation
of new public purchasing models. Eisermann will demonstrate how,
through direct communication with managing directors, the Design
Council team is delivering measurable design impact not only to
the bottom line, but also most importantly, to the company culture.
Member
Download PDF Presentation (7 MB)
Integrating Design into Organizational Culture:
Straight Talk about Design Leadership, Design Performance and Corporate
Culture
Thomas Lockwood, Director, Global Brand and Design Strategy,
StorageTek
Examining several mini-case studies, design management literature,
and research about design management and performance; Thomas Lockwood
will demonstrate and discuss the integral relationship between design
and corporate success. From this examination, seven ways organizations
can approach design to make the most of this resource will be discussed.
This session will be about design in action.
Member
Download PDF Presentation (2.2 MB)
From Business Model to Design Execution: Lessons
in Collaborative Leadership
Eduardo Alvarez, Managing Director, Strategy & Design, Willey
Brothers
Focusing on financial services, Eduardo Alvarez will share how
practitioners can approach the relationship between design excellence
and business enterprise. Alvarez will discuss how industry leaders
are beginning to weave a holistic brand story through the integration
of design, experiential, and marketing disciplines. He will illustrate
this collaboration using stories and visual vignettes that bring
to life this well thought-out strategy, where an organization’s
brand positioning and operating model inform and inspire the ultimate
customer experience.
Member
Download PDF Presentation (12 MB)
Keynote Session: Looking Inside Leadership
David Campbell, Smith Richardson Senior Fellow, Center for
Creative Leadership
Central to all organizations, and all cultures, is a core of essential
leadership competencies. These include Vision, Management, Empowerment,
Diplomacy, Feedback, Entrepreneurship, Personal Style, Personal
Energy, and Multicultural Awareness. Successful leaders are competent
in all of these, or they surround themselves with those who can
cover their weaknesses. How do you learn from successful leaders?
Attendees will be asked to fill in a short survey, and the results
will be compared with established successful leaders. Follow-up
discussions will help each attendee develop a deeper understanding
of their leadership capabilities.
Member
Download PDF Presentation (1.5 MB)
The Role of Design Within IBM: Its History, Culture,
Values, and Current Day Success
Lee Green, Director, Corporate Identity & Design, IBM Corporation
In the mid-1950's IBM CEO, Thomas Watson Jr. launched the IBM Design
Program, retaining Elliott Noyes, as IBM's design consultant for
product and architecture. Noyes subsequently brought in Paul Rand,
for graphic and Charles Eames for exhibit, film and architecture.
Watson became a powerful advocate for the value of design, not just
within IBM but also for all companies. In his now famous 1966, "Tiffany"
lecture at the Wharton School, Watson declared, "Good Design
is Good Business." These words have echoed for years as a proclamation
of design value. Lee Green, Worldwide Director of Corporate Design
for IBM for over the past 11 years, has strived to help IBM regain
the design leadership luster it once had under Watson and his prestigious
team. He will take us through IBM's fascinating design history and
related anecdotes to tell the story of IBM’s past, present
and future.
Member
Download PDF Presentation (0.1 MB)
A Genetic Leg Up
Steve Frykholm, Vice President, Creative Director, Herman Miller
Inc.
Steve Fryckholm began his graphic design career thirty-five years
ago with Herman Miller. At that time, the company’s design
reputation was firmly established, producing the designs of Charles
Eames and George Nelson. Robert Probst’s Action Office was
beginning to gain market acceptance, and Bill Stump’s Ergon
chair would follow a few years later. Leadership and good business
practices have contributed to Herman Miller’s success, but
Steve believes that it is the company’s heritage of good design
that gives its designers a leg-up in their work. In his presentation,
Steve will share how the connections between good design and corporate
culture have translated into success at Herman Miller.
Member
Download PDF Presentation (8.2 MB)
The Impact of Design on Braun's Corporate Culture
Hartmut Stroth, Director, Braun GmbH
In his presentation, Hartmut Stroth will discuss the main drivers
behind Braun’s strong brand image over the past 50 years,
and how the core brand values of the organization and the prominent
role of product design has helped create this successful leadership.
He will examine the principles that have shaped the Braun Design
Philosophy and how they significantly impact Braun's corporate culture.
Hartmut Stroth who joined Braun in 1974 and became the second only
Director of Communications at Braun since 1955 is responsible for
the entire Braun communication output.
Member
Download PDF Presentation (6.5 MB)
The Importance of Understanding Culture in Achieving
Design Leadership
Robert Brunner, Partner, Pentagram Design
How do companies like Apple Computer continue to produce design
excellence? Why doesn’t everybody? The answer lies in culture.
Robert Brunner, who has spent 20 years helping organizations create
meaningful design, has developed a unique perspective of just how
acutely corporate culture affects design. To highlight this discussion,
Brunner will contrast his experience working with two giants, Apple
and Dell, to explore how design is culturally embedded within one,
and a challenge to grow it in the other.
Member
Download PDF Presentation (2.7 MB)
Leading with Vision: The Design of New Ventures
Andrew Hargadon, Associate Professor and Director, Technology
Management Programs, Graduate School of Management, University of
California at Davis
Andrew Hargadon will identify the critical role of design in the
success of new business ventures and outline the skills required
to move from leading the design of products, processes, and experiences,
to leading the design of new business models. New ventures require
support along the entire value chain—from internal stakeholders
to suppliers, distributors, retailers, and more. Using case histories
of new technology ventures, Hargadon will present a design framework
for driving the adoption and evolution of new ventures.
Member
Download PDF Presentation (2.0 MB)
Leadership Forums
Driving the Customer Experience through Design
Collaboration/Leadership
George Daniels, Group Manager, Enterprise Design Center, Hewlett-Packard
Member
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Leading Good Design in a Climate of Change
Lisa Malmud, Vice President, Creative Director, America Online,
Inc.
Member
Download PDF Presentation (1.0 MB)
Management Vision in Rich Pictures
Michael Eckersley, Principal, HumanCentered
Member
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Getting Everyone on the Same Page
Timothy Bachman, Principal, Bachman Design
Member
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Seeing Design’s Potential: Providing a Self-Discovery
Vision for Clients
Gil Hanson, President, Hanson Associates, Inc.
Member
Download PDF Presentation (5.6 MB)
Structuring Leading Thinking into a Project Approach
Mark Oldach, Partner, VSA Partners
Member
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Leading Innovation Initiatives: Positioning Design
in Corporate Innovation Programs
Darrel Rhea, Principal, Cheskin
Member
Download PDF Presentation (1.2 MB)
The High Cost of Saving Money: Design Management
Faces Downsizing, Outsourcing, and Elimination
Rob Wallace, Managing Partner, Wallace Church, Inc.
Member
Download PDF Presentation (1.5 MB)
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